STRATEGI KOMUNIKASI PEMASARAN POLITIK AIRLANGGA HARTARTO DALAM MEMBANGUN POLITICAL BRANDING MENJADI CAPRES 2024

SAHID, RAHMAT (2022) STRATEGI KOMUNIKASI PEMASARAN POLITIK AIRLANGGA HARTARTO DALAM MEMBANGUN POLITICAL BRANDING MENJADI CAPRES 2024. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Dalam Musyawarah Nasional (Munas) Partai Golkar 2019, Airlangga Hartarto mendapat mandat untuk maju sebagai calon presiden (capres) pada pemilu 2024. Namun, berdasarkan survey popularitas maupun elektabilitas Airlangga Hartarto masih rendah. Untuk itu dibutuhkan upaya untuk menggenjot hal tersebut. Salah satu upaya yang dilakukannya adalah melalui strategi komunikasi pemasaran politik dalam membangun political branding. Dengan demikian, penelitian ini bertujuan untuk melihat bagaimana strategi komunikasi politik dalam membangun political branding kandidat calon presiden Airlangga Hartarto degan menggunakan teori pemasaran politik Less-Marshment. Subjek penelitian ini adalah calon presiden Airlangga Hartarto. Penelitian ini menggunakan pendekatan kualitatif yang bersifat eksploratif dengan paradigma konstruktivisme. Metode penelitian adalah studi kasus dengan teknik pengumpulan data wawancara mendalam (indept interview) dan dokumen. Hasil penelitian inimenunjukkan bahwa dalam pemasaran politik Airlangga Hartarto menggunakan Market Oriented Party (MOP) yaitu product development dengan melakukan penyesuaian dengan pasar berdasarkan market intellegent, mulai dari segmenting, targeting, hingga positioning. Dalam konteks komunikasi pemasaran politik, mereka menggunakan model Integrated Marketing Communication (IMC) dengan mendorong Airlangga Hartarto melakukan berbagai kegiatan pemasaran politik. Sedangkan untuk membangun political branding-nya, Airrlangga Hartarto dicitrakan sebagai figure teknokrat dan nasionalis-religius yang memiliki silsilah dengan ulama penyebar Islam di pulau Jawa dan juga keturunan kerajaan Majapahit Barawiajaya V, Bernama Ki Ageng Gribig. Namun, melihat perkembangan survey popularitas dan elektabiltas, hal tersebut belum membuahkan hasil yang signifikan. Kata Kunci: Strategi Komunikasi, Political Branding, Capres In the 2019 Golkar Party National Conference (Munas), Airlangga Hartarto received a mandate to run as a presidential candidate (candidate) in the 2024 election. However, based on surveys, Airlangga Hartarto's popularity and electability are still low. For this reason, efforts are needed to boost it. One of his efforts is through a political marketing communication strategy in building political branding. Thus, this study aims to see how the political communication strategy in building political branding for presidential candidate Airlangga Hartarto by using Less-Marshment political marketing theory. The subject of this research is presidential candidate Airlangga Hartarto. This research uses an exploratory qualitative approach with constructivism paradigm. The research method is a case study with in-depth interview and document data collection techniques. The results of this study indicate that in political marketing Airlangga Hartarto uses the Market Oriented Party (MOP), namely product development by making adjustments to the market based on market intelligence, starting from segmenting, targeting, to positioning. Political marketing communication uses the Integrated Marketing Communication (IMC) Model by encouraging various political marketing activities. Meanwhile, to build his political branding, Airlangga Hartarto is imaged as a technocrat and nationalist-religious figure who has a pedigree with scholars who spread Islam on the island of Java and is also a descendant of the Majapahit kingdom Barawiajaya V, named Ki Ageng Gribig. However, the development of the popularity and electability survey shows that it has not produced significant results. Keywords: Communication Strategy, Political Branding, Presidential Candidate

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